Why 24/7 Clean Energy Is Business's Next Big Bet

Jan de Vries · 2026-10-13

Running a business on clean energy every hour of the year sounds ambitious. Dr. Jan Rosenow sees it as one of the most exciting frontiers in cutting carbon emissions. Rosenow is an energy and climate policy specialist who has advised the International Energy Agency, the United Nations, and the European Parliament. In this exclusive conversation, he explains why he stays optimistic about the energy transition and where businesses can actually make progress. ### The Shift From Paper Offsets to Real Abatement For years, many companies bought certificates that let them claim, "We're carbon neutral. We've offset our emissions." Rosenow calls that the old world of carbon abatement. What's changing now is that businesses are chasing real reductions. That means making sure they don't just cut emissions over the course of a year, but that every hour of the year they run on clean energy. "We're seeing a lot of companies moving into that space of 24/7 clean energy, and that is where a lot of the innovation is happening," he says. "It's hugely challenging, but also very exciting." ### Why He Stays Optimistic Rosenow has heard the same objections for decades. People say the transition is too difficult, won't work, or costs too much. Then you fast forward a decade or two. "The transition has been faster than most people predicted," he notes. "It has been cheaper, and costs have fallen more than expected." He credits learning effects and innovation, and within that, businesses play a pivotal role. Small companies and large ones alike keep surprising him with what they build. ### The First Step Is a Commitment So where should a company start? Rosenow keeps it simple. The first step is to commit to moving away from fossil fuels toward clean energy carriers. From there, companies need people who know exactly how to do it. Bringing in experts who can map out a road to that ambition makes the difference between a pledge and a plan. ### Businesses Are the Engine of the Transition It's easy to talk about the energy transition as something governments deliver. Rosenow flips that idea. "The energy transition is delivered by businesses," he says. They build the infrastructure, get clean energy technologies to consumers, and develop the financial models people need to make the investments. > "There's a huge role for business in the energy transition. I see so much innovation coming out of companies small and large." ### The European Green Deal as an Accelerator For companies operating in Europe, the European Green Deal offers a once-in-a-generation opening. It's a massive undertaking designed to move the continent away from fossil fuels. Businesses can tap into the incentives being put in place, whether for building out renewables or decarbonizing the energy supply. Rosenow sees the Green Deal as an immense platform and accelerator for the transition. ### Electrification Is the Biggest Lever Ask Rosenow what matters most, and he points to electrification. Analysis from the International Energy Agency and others shows it's the most important lever for lowering emissions in the global economy. Swapping fossil-fueled processes for electric ones, powered by increasingly clean grids, compounds the gains. It's not glamorous work, but it's where the math adds up. ### What This Means for Your Business The takeaway is refreshingly practical. Make a commitment, bring in people who can build the road map, and focus on real abatement rather than paper claims. Rosenow's optimism isn't naive. It's built on watching predictions of failure give way to faster, cheaper progress than almost anyone expected. Businesses, he argues, are already further ahead than most people realize. For more on sustainable business strategy, follow our coverage of clean energy and corporate climate action.